By: Florence Low,

This case study follows the difficulties faced by New York City’s Labyrinth Theatre, which easily attracts audiences for star-studded productions but struggles to reach capacity for other main-stage productions, educational programs and festivals. Given the alternative, trendy fan base, and Labyrinth’s mission to make the theater accessible and inclusive, the managing director entertains the idea of implementing a loyalty program, rather than a subscriptions program, that offers increasing benefits with increased frequency of attendance. However, Labyrinth can’t afford the financial and staffing costs of developing such a loyalty program.

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